I'm not sure if Dr. Bob decided on the name or not...
He just mentioned it...
I don't think he holds an official position at XCHC aside from the shares that CBIS owns, but imo he is the reason that the company exists and has been involved from the beginning... Phytiva brands were trademarked by him and CBIS years before they announced the "soon to be" product line...
He has always talked highly of XCHC as CBIS partner.